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Landry’s Bicycles & Omnichannel Success

Technology like the Internet and smartphones has changed consumer shopping by making it super convenient and fun to browse and buy online. This is a great thing for retailers like you because it makes it easy for people to shop and buy more – and they're often pre-sold meaning less work to make sales.

The name for this online-plus-in-store shopping and retailing experience is Omnichannel (omni is Latin for "all," as in all shopping channels). SmartEtailing offers a full suite of online packages, services and tools for bicycle retailers to become Omnichannel. When we explain our services and why it's so important for bike stores to provide Omnichannel convenience, Landry's Bicycles is one of our favorite success stories.

Let's take a look at how Landry's wins in-store with a SmartEtailing-powered Omnichannel website.

A recent Landry’s all-staff photo. Tom Henry is farthest left in the black vest.

Ever Since 1922

Landry's Bicycles has been serving New England cyclists all the way back to 1922, when they opened their first store in Franklin, Massachusetts. Back then, along with Schwinns, Raleighs and Columbias, they also sold Harley Davidsons. Rev forward to today, and Landry's has seven locations in the cycling-mad Boston area and they just won the prestigious 2015 Interbike Retailer of the Year award.

According to Landry's CEO, Tom Henry, Landry's was early to recognize the importance of being online, creating their first website in 1995 well before the first iPhone. It was a homemade site designed to inform customers about their stores, locations and hours. Over the years the site grew significantly, eventually comprising approximately 250 informational pages.

Going Omnichannel with SmartEtailing

Henry describes their move to a SmartEtailing Omnichannel platform: "In 2012 we took a big new step adding SmartEtailing's full package of product catalog, Supplier Sync and e-commerce, plus making the website well-indexed for search engines.

We wanted all the power of SE's product catalog and e-commerce and search engine optimization, and we also wanted our new site to look and feel like Landry's. So we hired a local custom designer who collaborated with SmartEtailing's designers to create a Landrys.com that's a window to and enhances the Landry's Customer Experience.

We are local, home-grown and company-owned. At any time a customer could be talking to an owner. We are the most-connected and community-driven store and our new website reflects this."

The success of being Omnichannel

Having a custom-designed website has been crucial to the success of Landry's brick-and-mortar business. While overall revenue at Landry's grew 30 percent in 2015, its e-commerce revenue, which makes up only 1 percent of total revenue, grew 60 percent last year.

The most popular online purchase in units was gift cards to the store. Following it in second place was bikes picked up in store. In dollars, bikes accounted for 60 percent of online purchases. Henry notes that bike purchases are all types: kids', hybrid, fitness, road and mountain, and low- and high-end models.

Having a full product catalog online has also helped grow the special-order business Landry's does with key vendor partners (SmartEtailing's Supplier Sync service) – that now represents 30 percent of Landry's sales.

Popular store pages include hours, phone numbers and directions, the events calendar and the bicycle sales pages. Web traffic is largely driven by links on Landry's monthly e-newsletter. That goes out to 43,000 subscribers and website traffic doubles after sending each newsletter.

Landry’s Omnichannel website has become essential to the business

Summing up, Henry says that "Landrys.com is so essential to his business that sales would drop off if he didn't have it. Our website gives our customers the choice of how they do business with us plus they can browse our product catalog, which is a wonder with thousands of pages of product pictures and information. It also lets them know what's in stock and at which of our stores.

Winning in-store does begin online. And, when we engage face-to-face in-store with these powerful, informed customers appropriately, Landry's is more powerful and efficient in turn."

A snapshot of Landrys.com’s Omnichannel Success

Average visitors: 75,000 website visitors per month or almost 1 million per year

Average page views: 160,000 page views per month or about 2 million per year

Most popular ways users visit website: 1. Google; 2. Landrys.com typed into browser or clicking a shortcut; 3. Facebook; 4. Landry’s monthly e-newsletter; 5. Referrals from supplier websites like Trek and Specialized

Percentage of overall revenue: Online sales represent a little more than 1 percent of overall revenue

Growth in e-commerce revenue: E-commerce revenue was up 60% in 2015

Most popular item purchased online (by units): Landry’s Gift Card, bike for pickup in store. By dollars, bikes account for 60 percent of online purchases

Landry’s CEO Tom Henry on what would happen if they turned off landrys.com

  1. Business would drop.
  2. Customers would think we are much smaller and offer much less than we actually do; worse than that, they might think we were not there anymore.
  3. They wouldn’t know our hours.
  4. They would need to call us more frequently.
  5. Customers would be less informed about things that we have, and selling in store would get less efficient.
  6. We wouldn’t have our events calendar.
  7. We wouldn’t be able to tell our story as well.
  8. Nothing to link to on our e-newsletter.
  9. All the links that we have that get our customers connected with cycling would be gone.
  10. And finally, customers would think we’re lame.

Sources: 2015 IBD Summit Address and 2/1/2016 Bicycle Retailer And Industry News story Landry’s: IBD makes successful foray online.

 

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